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Guinness to Kick Off St. Patrick's Day Season with World's Largest Toast

NEW YORK, Feb. 8 /PRNewswire/ -- As the official kickoff of the St. Patrick's Day season, the one-month period between February 16th and March 17th, Guinness Draught is asking consumers to join an attempt at a record for the World's Largest Toast. By text messaging the word "TOAST" to 4-4-2-2-7 on February 16th, participants will be counted towards the world record attempt that Guinness will undergo, to benefit RADD (Recording Artists, Actors, and Athletes Against Drunk Driving), the entertainment industry's voice for road safety.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070208/NYTH036LOGO )

The world record coincides with the annual Guinness Toast, a moment celebrated nationwide annually to commence the St. Patrick's Day Season. As part of the Guinness Toast, Guinness drinkers raise a pint in unison on February 16th at exactly 11:00 pm local time to ring in the Season. With the addition of the text messaging overlay and world record attempt, this year's Guinness Toast will be the first time participation is officially documented.

"The world's largest toast is a great way to bring together loyal Guinness fans around the country in celebration of St. Patrick's Day," said Daryl Benton, Vice President, Diageo-GuinnessUSA. "We encourage participants to raise a pint and enjoy Ireland's greatest export responsibly."

All adult consumers 21 and older with cell phone text messaging capabilities are eligible to participate in the World's Largest Toast. Standard text messaging fees apply.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com. Celebrating life, every day, everywhere, responsibly.

About RADD

RADD, "The Entertainment Industry's Voice for Road Safety", is an internationally recognized non-profit organization that empowers celebrities and media partners to create positive attitudes about road safety. Founded in 1986, RADD advocates the use of designated drivers, seatbelts and safe driving through control behind the wheel, making responsible behavior the norm. RADD's messages are non-judgmental, hip and positive. RADD is a proud two-time recipient of the US Department of Transportation's prestigious Public Service Award.

    Contact:

    Harley Block                            Patti Costantino
    Alan Taylor Communications              Diageo
    (212) 714-1280 ext. 289                 (646) 223-2040
    Harley@alantaylor.com                   patricia.costantino@diageo.com

Source: Diageo

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